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论文编号：	11652
作者编号：	2120183033
上传时间：	2020/6/19 16:00:47
中文题目：	A教育集团素质教育综合体项目市场营销策略研究
英文题目：	Research on the marketing strategy of quality education complex project of A Education Group
指导老师：	吴晓云
中文关键字：	素质教育；教育综合体；市场定位；营销策略
英文关键字：	quality education; education complex; marketing position; marketing strategy
中文摘要：	随着时代的进步和我国经济的快速发展，教育越来越受到人们关注，尤其素质教育板块。教育观念从单一追求应试教育逐渐转变为尊重孩子个性化发展的素质教育。素质教育综合体作为一种新的教育培训商业模式，也在这种环境中应运而生。要让教育综合体独特的优势和价值得到社会大众的接受和认可，并且能够在日趋激烈的市场竞争中获胜，那么教育综合体的市场营销策略制定就非常重要。 本文基于作者在教育培训行业五年的相关工作经验，以A教育集团素质教育综合体项目为研究案例，以市场营销相关理论为理论基础，通过收集并整理大量资料文献、访谈等研究方法，对素质教育综合体的现状进行全面的分析，有针对性地提出素质教育综合体的市场营销策略。 本文结合宏观市场环境PEST分析工具对于素质教育的政治、经济、社会、技术环境进行了分析，再从A教育集团素质教育综合体项目自身实际出发，利用五力模型、SWOT分析工具分析所处行业的竞争情况，以及企业内部的优劣势以及外部的机会进行深入分析。其次依据目标市场定位STP理论对A教育集团素质教育综合体的市场进行细分、选择目标市场以及进行目标市场的定位。基于营销环境的综合分析以及目标市场定位的确定，运用市场营销组合理论深入研究A教育集团素质教育综合体目前应该采取的产品策略、价格策略、渠道策略、促销策略。最后为了保证A教育集团素质教育综合体市场营销策略的有效实施，分析从企业组织、人力资源、企业文化三个层面应该采取的保障措施。 根据本文研究得出的结论，对于A教育集团素质教育综合体项目的发展具有借鉴意义，同时对于新兴的素质教育综合体行业发展也提供了一些参考。
英文摘要：	With the progress of the times and the rapid development of China's economy, education has attracted more and more attention, especially in the quality-oriented education sector. The concept of education has gradually changed from a single pursuit of exam-oriented education to a quality education that respects the individual development of children. As a new business model of education and training, the quality-oriented education complex also emerged in this environment. In order to make the unique advantages and values of the education complex accepted and recognized by the public, and to win in the increasingly fierce market competition, the marketing strategy of the education complex is very important. This article, with quality education complex of A Education Group as the study case, is based on the author’s five years of relevant working experience in the education and training industry. It based on the theory of marketing related theory makes a comprehensive analysis of the current situation of quality education complex by collecting and sorting lots of information literature, interviewing and other research methods, and puts forward quality education complex marketing strategies. Based on the macro market environment PEST analysis tools, of the political, economic, social and technical environment about the quality education are analyzed. Then from A quality education group education reality, this article uses the five models, SWOT analysis tools to analyze industry competition situation, as well as the advantages and disadvantages of internal and external opportunities for further analysis. Secondly, it subdivides the market of quality education complex of A Education Group, selects the target market and positions the target market according to the STP theory of target market positioning. Based on the comprehensive analysis of the marketing environment and the determination of the target market positioning, the product strategy, price strategy, channel strategy and promotion strategy should be adopted by the quality-oriented education complex of A Education Group by using the marketing theory. Finally, in order to ensure the effective implementation of the marketing strategy of quality education complex of A Education Group, the guarantee measures should be taken from the three aspects of enterprise organization, human resources and enterprise culture. According to the conclusion of this study, it is of reference significance for the development of quality education complex project of A Education Group, and also provides some references for the development of the emerging quality education complex industry.
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